Paramount Designs ad campaign

In addition to its extensive selection of affordable kids’ and adult bikes, the jewel in the Schwinn family crown was its hand built 80-year-old Paramount line. In order to bring that brand to a wider audience, we faced a familiar problem: limited sales volume = limited ad funds. Plus we wanted to reserve as much budget as possible for media.

Our solution was a campaign of six black-and-white ads with client-supplied action images and copy-driven concepts. Even better, this minimalist approach freed up a larger chunk of budget for media.

Note periods at the end of headlines to make them more emphatic. A great technique, when I can talk art directors into it.